For the launch of its new Cherry Fizz body spray, Axe created an opportunity for people waiting for the bus to scan a QR code and play a game with Grab The Sweet. The interactive ad effectively transformed a busy bus stop into a life-sized claw machine, appealing to Gen Z’s love of gamified experiences.

With the digital claw machine game, players who successfully captured the new Axe body spray in their grip got to head to the built-in dispenser and sniff its scent off of a strip. This gamified scent marketing experience instantly linked the scent to the excitement and engagement of the activity, creating a lasting emotional and sensory association for those who pick up the product, or encounter it in the future.